印刷業策略創新之研究-以W公司為例

印刷產業是極其封閉又相當競爭的傳統的產業，在網路、影音及行動APP的不斷崛起，使得印刷業自2011年起營業額不斷下滑，加上大多是以代工為主要營業性質，缺少設計開發的能力、缺少策略思維、差異化及創新能力、沒有整合各項管理制度、缺乏團隊合作能力、人才培訓不足、各項資源未善加利用等，不易突破經營績效，造成惡性的削價競爭，嚴重影響產業成長。近年來產業創新已成為產業結構轉變的重要驅動力，同時也是產業轉型的關鍵議題，要在逐漸萎縮的印刷產業環境下能保有競爭的優勢，就必須要跳脫現況找出自己的核心競爭力，進行產業轉型，研究分析企業的創新策略並徹底執行。本研究將以印刷產業的分析及服務創新為主要研究觀點，首先了解印刷業的特性及變化，再以W個案公司的核心競爭力用策略矩陣分析法找出策略點，佐以SWOT分析，來了解W個案公司的優勢、劣勢、機會與威脅，作為發展創新策略的依據，加強新型態的服務模式，並結合整合行銷、包裝陳列設計、商品陳列、通路、商化、電商平台、行動APP等商業模式，因應客戶多元化產品與服務需求，進而提升企業的附加價值，掌握市場機會，並使企業擴大營業模式及範圍，達成企業永續且持續獲利的成長目標。

關鍵字

印刷產業；核心競爭力；策略矩陣； SWOT分析

並列摘要

The printing industry is an extremely closed and quite competitive traditional industry. in The continuous rise of the Internet, audio, video and mobile APP has made the printing industry self-conscious in 2011. Since the beginning of the continuous decline in turnover, coupled with most of the foundry as the main nature, lack of design and development capabilities, lack of strategic thinking, differentiation and innovation ability, lack of integration of various management systems, lack of teamwork ability, insufficient talent training, unused use of various resources, etc., it is not easy to break through business performance. It has caused vicious price-cutting competition and seriously affected industrial growth. In recent years, industrial innovation has not only become an important driving force for the transformation of industrial structure but also the key issue of industrial transformation. In order to maintain the advantages of competition in the gradually shrinking printing industry environment, it is necessary to jump out of the current situation to find out their core competitiveness, industrial transformation, research and analysis of enterprise innovation strategy and execute thoroughly. This research will focus on the analysis and service innovation of the printing industry, first to understand the characteristics and changes of the printing industry, and then to understand W Case company's core competitiveness. The strategy matrix analysis method finds the strategy point and follows it. SWOT analysis is used to understand Case W's advantages, disadvantages, opportunities, and threats. Then the results are used as the basis for developing innovative strategies, and the new service model is strengthened, and integrated marketing, packaging display design, commodity display, channels, commercialization, e-commerce platforms, and actions are combined APP and other business models. In response to the diversified product and service needs of customers, thereby enhancing the added value of enterprises, grasping market opportunities, and enabling enterprises to expand their business models and scope, achieve the goal of sustainable profit growth of the enterprise.